SK Happy Alliance Completes 'Happiness Box' Campaign with BTS ARMY

Donation Culture for Children at Risk of Food Insecurity Created Through Fan Participation

[Asia Economy Reporter Choi Seoyoon] The social contribution alliance 'Happy Alliance,' led by SK Group, practiced positive influence for children at risk of food insecurity together with BTS fan club ARMY.

Happy Alliance announced on the 6th that it successfully concluded the 'Happy Box Campaign with ARMY' event in collaboration with BTS fan club ARMY's social campaign team 'Dajeonghan Padong' and member Jin's domestic supporters 'Kim Seokjin PR Team (PRforJIN)'.

Happy Alliance is a social contribution coalition formed in 2016 under the leadership of SK Group. To support children who do not receive welfare benefits, 113 companies, 63 local governments, and 300,000 ordinary citizens participate. The operating secretariat, Happy Narae Co., Ltd., is a purchasing service company established by SK, using all profits to create social value.

This event was planned as part of the 'Happy Box Campaign' conducted by Happy Alliance in celebration of BTS member Jin's birthday on the 4th. The Happy Box Campaign collects and delivers items necessary for children at risk of food insecurity in their daily lives, such as hygiene products, nutritional snacks, and daily necessities, donated by member companies.

This year, 31 companies participated in the Happy Box, which contained 46 types of goods worth approximately 2.85 billion KRW.

The participating companies include ▲Wish Company ▲SM Entertainment ▲Vitamin Angels ▲Scopi ▲Updream Korea ▲Mansoredum Asia Pacific ▲Lion Korea ▲Jayjun Cosmetic ▲Evezari ▲Super Jam ▲Darae World ▲Earthman ▲Yogiyo ▲Donggubat ▲Samjeong Love Sharing Association ▲Bon I F ▲Sunsubon ▲Asia Fair Trade Network ▲Han Sung Enterprise ▲Three ESR Kendall Square companies (ESR Kendall Square, Kendall Square REITs Management, Kendall Square Asset Management) ▲Seoul 50 Plus Foundation ▲SK Hynix ▲SK Specialty ▲SK Biopharm ▲SK Forestry ▲SK Stoa ▲SK Telink ▲Happy Narae ▲Happy Dosirak Social Cooperative, cooperating in various ways such as product donations, cash donations, and volunteer participation.

The event, led by BTS fan club ARMY, was conducted by uploading photos on Instagram of items they wanted to gift to children at risk of food insecurity along with items symbolizing member Jin, accompanied by hashtags.

It was held for two weeks from the 21st of last month to the 4th of this month, and for each uploaded post, one Happy Box will be matched and delivered to children at risk of food insecurity nationwide.

Jomin Young, head of the Happy Alliance secretariat, said, "We thank the BTS fan club ARMY members for forming social consensus and leading cooperation to solve the problem of children at risk of food insecurity," adding, "We will continue to explore various ways to make it easy for anyone to participate in solving this issue."

This content was produced with the assistance of AI translation services.